الإبتكار التسويقي وأثره في تعزيز تنافسية المؤسسات الإقتصادية

Abstract

This research aims to know the impact of marketing innovation in its dimensions:(service innovation, price innovation, distribution innovation, promotional innovation, and support mix innovation ) in enhancing Mobilis’ competitiveness from the perspective of its customers.In order to achieve the objectives of the research, we designed a questionnaire to collect preliminary data from a final sample of )501( customers in Mila province. The research data was processed and analyzed and the research hypotheses were tested according to the descriptive analytical approach and using the statistical tools provided by the statistical package for social sciences (spss22).The research found a set of results, the most important of which are: the existence of a significant effect of the marketing innovation dimensions in enhancing Mobilis’ competitiveness from the perspective of its customers at level (α ≤0.05), the research also found that the price innovation is the most influential dimension in enhancing Mobilis’ competitiveness among other dimension.